The 76th annual Golden Globes kicked off in typical fashion, transforming the Beverly Hills Hotel red carpet into a marketing machine. However, last year’s “Time’s Up” red carpet protest, when attendees traded in colorful gowns for black, is but a distant memory. The only remnants of last year’s movement were the occasional pin and the rubber bracelet on Ryan Seacrest’s wrist.
This year, Hollywood seemed to be moving in a different direction, embracing change and diversity. The real winners were brands that authentically embraced this spirit by adeptly aligning themselves with diverse breakout stars.
Yalitza Aparicio, the relatively unknown star of Netflix’s Roma, drove the lion’s share of social engagement for Miu Miu, which provided her dress. Looking at Miu Miu’s Golden Globes posts, Aparicio-related content garnered more interactions than better-known names: 70% more than Claire Foy, 106% more than Kate Mara, and 129% more than Nicole Kidman. While their follower counts dwarf the Roma star’s (Nicole Kidman boasts 3.1 million followers compared to her 292,000), this high engagement reveals users respond to authentic and fresh faces.
Vera Wang struck a similarly resonant chord, styling Crazy Rich Asians breakout star Constance Wu. Examining Vera Wang’s red carpet posts from the show, the brand’s post of Constance garnered over 35,904 interactions, compared to Taraji P Henson’s 5,538 and Alison Brie’s 11,181. The success of that pairing was further evidenced by the 292% increase in Vera Wang followers the next day.
Dior, which scored a rank of Gifted in Gartner L2’s Digital IQ Index: Fashion, put a spotlight on breakout star Kiki Layne. The brand’s post of the star drove a 78% increase in interactions and 142% lift in engagement compared to Dior’s post of Golden Globe winner Elizabeth Moss. Dior seemed to capture lightning in a bottle: highlighting diverse talent while using the celebs’ moment to leverage the brand’s own heritage and craftsmanship. This dual-pronged strategy helped drive a 61% lift in followers following the event.
Dior paired its red carpet glam shots of stars Charlize Theron, Elizabeth Moss, and Kiki Layne with behind-the-scenes content of the Dior atelier’s construction of its gowns. Dior’s BTS posts actually outperformed the posts of stars wearing their gowns on the carpet, garnering 143% more engagement than the average Dior post. In addition, the brand tapped into Instagram Stories to share video footage of the production and final styling for each gown. Specifically, Dior used the “Swipe Up” feature to drive traffic to Dior Mag, where users could view dedicated Golden Globes “Stars in Dior” content. Ultimately, these moves not only provided users their coveted peak behind the curtain, but also emphasized the brand message of heritage and craftsmanship.
This trend adds further proof that influencer tides are shifting, as users become fatigued with over-saturated celebrities that fail to authentically resonate with the brand and users. Kendall Jenner provides a case in point. Last year, she was lauded for embracing her struggle with acne. During this year’s show, Jenner suffered backlash from announcing her Proactiv ambassadorship. Consumers criticized it as hollow and gimmicky, proving that they’re smart enough to know better.